ABSTRACT
The Hispanic community in the United States, according to the 2020 Census, has grown to 62.1 million, an uptick of 325 percent in the past 40 years. Currently, Latinos comprise a fifth of the U.S. population and based on December 2021 figures from eMarketer, also have over $2 trillion of disposable income. Yet, despite its exploding growth and purchasing power, the mainstream business news community hasn’t focused on providing economic and financial news, whether in Spanish or in English, to this influential group. This chapter explores the scarce ecosystem of business news that target Latinos in the United States. It considers the several publications that have successfully reached this audience and others that have attempted to do so – whether through original or translated stories. The goal is to understand what has worked, what hasn’t and why. This chapter also includes interviews with Latino business leaders and journalists who explain what other efforts, including through social media, podcasts, Substack and overlooked segments such as magazine and book publishing, try to satisfy the growing demand from Latinos to learn about investing in the U.S. public financial markets and in their American dream.
